Creating a blog for your company’s website is a great way to both drive traffic and make connections. However, if your posts are boring or lack a sense of expertise, it can actually have the opposite effect. Here are some statistics to consider in regards to blogging:
How Blogging Helps
Blogging can aid in creating relationships between a brand and consumers. It provides information customers may not otherwise receive, it conveys what the company thinks, and it provides a platform for feedback from the consumer. Here are a few DO’s and DON’Ts to consider when it comes to blogging on your company’s website.
Blogging Do's and Don'ts
DO: Allow readers to post comments.
Not only will this give them a chance to voice their thoughts with you, it also gives you an easy way to track who is interested in what you’re saying. Comments can also spur further discussion and will let you address questions and/or concerns in a semi-public forum.
DON’T: Ignore the comments.
Not paying attention to what your readers are saying is asking for them to ignore you. If they take the time to read your post and leave a comment, they deserve to be acknowledged. Even a simple, “Thanks for sharing your thoughts!” can go a long way. Also, ignoring the comments opens the door to spammers. This is not only annoying for your readers, it portrays an attitude of unimportance as well. Don’t give people a reason to forget you.
DO: Be original.
While there is nothing wrong with hosting guest bloggers or reposting information from another site, it’s important the people reading your blog are reading your words. Constantly posting content from outside sources makes it look like you’re out of ideas. That’s not to say you shouldn’t follow what others are saying, but use it as inspiration for you blog instead of lazily copy/pasting it to your blog and citing the original source.
DON’T: Be afraid to borrow information.
While it is important to create original content, there are a ton of great websites posting relevant information. Don’t scrap a great idea simply because someone else already posted an infographic about it. Use it on your blog to drive home your point and always give credit to the original creator. Citing your sources can not only broaden your own knowledge but it also shows your readers you’re staying current with the latest news.
DO: Use links.
If people are interested enough to read what you have to say, give them the opportunity to explore your site even further. Link to pages they may not otherwise consider clicking too. People are reading your blog because they have, at the very least, a general interest in what you’re doing. Don’t make it difficult for them to explore other areas or your website. Present them with a reason to spend more time browsing your site.
DON’T: Link to easily-found pages.
People can find your homepage, in all likelihood they found your blog through your homepage. Unless there is something extremely relevant, there is no need to link back to your homepage in your blog posts. In that same tone, links to other main pages within your site have no place in your blog posts. Links should direct users deeper into your website, not to pages they most likely have already seen.
A company blog gives visitors the “inside scoop” as to what’s going on and what’s on deck for the future. Following these simple tips can help you create deeper, more meaningful, and longer-lasting connections. That helps create more buzz about your company and (hopefully) more conversions.
